Did your impressions suddenly drop?
If you logged into Google Search Console after 10 September and saw a big dip in impressions, you’re not alone. It’s caused quite a stir for marketing and digital teams, but the good news is, it isn’t a sign that your SEO is failing.
What actually happened
Around 10–12 September 2025, Google made a quiet but important change: it removed the old “show 100 results” setting from search.
That change means automated page loads (by bots, scrapers, or tools) are no longer counted as impressions.
The result is a reporting shift:
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Impressions look lower (sometimes by 30–50%).
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Average positions look higher (because the data is cleaner).
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Clicks and CTR remain steady.
So while the graph might look scary, your real-world performance hasn’t collapsed.
Is this the same as a Spam Update?
No, this isn’t a Google spam update.
Spam updates focus on cracking down on low-quality or manipulative content and can affect your rankings.
The September 2025 change is different: it’s about how impressions are counted in Search Console, following the removal of the “show 100 results” setting.
If your clicks and traffic are stable, you’re seeing the reporting change, not a penalty.
Why this matters
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Cleaner data. Impressions now reflect real people, not automated traffic.
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Reporting quirks. Comparisons across September 10th will be misleading; make sure you annotate reports.
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Focus on what counts. Engagement, leads, and conversions are the metrics that matter most.
If this all feels familiar, it’s because we’ve written before about sudden drops in performance and what they really mean. You might also want to read: Why your website traffic is down (and what to do about it).
What you should do next
- Add an annotation in Search Console for 10 Sept 2025.
- Reassure your team or clients that this is a reporting change, not an SEO disaster.
- Keep your eyes on clicks, conversions, and user engagement instead of vanity metrics.
Final thoughts
Google’s reporting changes are a reminder that data isn’t static. What looks like a sudden dip is often just a shift in how the numbers are counted.
The real question is: how do you keep your website delivering the right results, no matter how the reporting changes?
That’s where we can help. From SEO-friendly web design to Umbraco development and upgrades, we build websites that perform in the real world, not just on charts.
Explore our Web Services and see how we can help you make your digital presence work harder.
